1. E-Surveys Made Easy Using Visitor Email Addresses to Conduct
Destination Research
Prepared by:
Jerry Henry
Corporate Director of Research
Herschend Family Entertainment

2. Presentation Overview
Advantages and Limitations of E-Surveys
Average Response Rates
Do They Really Work?
Real-Life Project Examples
How To Get Started?

3. Definition
An “e-survey” in this presentation refers to travel surveys that are posted on the web and completed by a destination’s (or attraction’s) visitors.
This is accomplished by sending messages to past customers, inquiries or website visitors offering an invitation for the respondent to click on a survey link and complete a specific online questionnaire.
While other types of online surveys can be completed by consumers browsing a destination’s website, this type of study differs in that it is completed only by those targeted in the initial blast—either visitors, past visitors, inquiries, non-visitors, etc.

4. More Detailed Responses
Advantages
Less Intrusive
Pictures, Sound Clips and Video Clips
More Detailed Responses
Logical. Telephone Response Rates are Dropping
Mainstreaming of the Internet
Faster Response Time
Less Expensive
Free From Interviewer Bias
Better Recall

5. Not Everyone is Online Limitations Privacy Legislation
Self-Administered
Not Everyone is Online
Cannot Ensure Desired Respondent
Spam Filters Zap 20% of Commercial s
Non-Response
Satisfaction Ratings May Vary
Cannot Ask Follow-Up Questions
Professional Survey Takers

6. Conduct a Parallel Test
The only way to find out how e-survey results compare to your current methodology is to try it! This can best be accomplished by conducting a parallel test—e.g. running your survey using both methods simultaneously and then comparing the data from both. Although the results are rarely identical (for the reasons mentioned previously), it is important to see if the core measurements line up.
The following metrics should be the same if the online research is to replace another type of research:
Is the top-of-mind (#1) mention the same using both methods?
Is the rating of products or concepts at a similar level, using both methods?
Is any market movement equally indicated using both methods?
Are stated behaviors (previous brand usage, previous category involvement) similar using both methods?

7. Metrics May Differ But, Online Surveys May Actually be More Accurate
Unaided awareness: because online respondents generally take more time to think about their responses, they will generally be able to recall more brands, more ads, more experiences, etc. This can make the results MORE accurate than other approaches.
Complex questions: because online respondents can read and re-read questions, they are more likely to respond accurately. In other approaches, respondents rarely ask the interviewer to re-read the question for them. (Note: this can be eliminated in either case if the questions are kept very simple).
Detailed questions: because online respondents do not feel the time pressure to give an answer, they may actually investigate the answers before they respond.

8. Results from Herschend Family Entertainment’s Parallel Tests
In 2001, Herschend Family Entertainment (HFE) launched our pilot e-survey program by running six different properties’ parallel e-surveys concurrent with telephone surveys asking the same questions. (Silver Dollar City, Dollywood, Stone Mountain, White Water, Showboat and Splash Country)
Phone and survey responses were compared on party composition, age of party members, household income, last visit to the property, other area activity participation, and satisfaction.
In all, we found that in 70% of the line item demographic data elements there was no significant difference in the results. The largest disparities came in the areas of satisfaction and age.

9. Celebration City Packaging Research Example
However, our most conclusive parallel test came as we were preparing to launch Celebration City. The purpose of this study was to determine which combination of properties, days and pricing was most attractive to our customers.
A total of 1,500 phone interviews began simultaneously with an e-survey that asked the same questions. Both studies were conducted among past Silver Dollar City visitors.
How did they compare? The 1,500 phone calls were completed in only 18 days at a cost of $14,000, a bargain by most standards. However, over 1,700 responses were received in just under 4 days at an incremental cost of less than $1,000. (programmers and analysts are already on the payroll).
And, the results? See for yourself……

10. Internet Results Ticket Package Tradeoffs
3 Pk, S. Pass, $99
4 Days, $59
4 Days, $69
1 Day, 1 Park, $32
Family of 4, $299
Family of 4 w/ Hotel
3 Pk, S. Pass, $89
3 Days, 2 Parks, $55
n = 584

11. Phone Results Ticket Package Tradeoffs
3 Pk, S. Pass, $99
4 Days, $59
4 Days, $69
1 Day, 1 Park, $32
Family of 4, $299
Family of 4 w/ Hotel
3 Pk, S. Pass, $89
3 Days, 2 Parks, $55
n = 267

12. Survey Facts & Figures
Over the past three years, HFE has conducted 58 different e-survey projects and distributed more than 340,000 survey links. Of those, about 88% or 300,000 actually made it into consumer homes.
Response rates among past visitors have averaged 11.5% over that time with a range from from 4.4% to 42.3% (based upon the gross e-blast). However, HFE properties has a significant affinity among their customers. Typically the greater the affinity for the destination or attraction, the greater the typical response rate. Destinations tend to have lower response rates in the 5% to 10% range.
Response rates from rental lists are generally much lower. Typically, only 5%-7% of these kinds of surveys get opened and response rates average only 0.5% on the gross e-blast. However, in a recent Springfield study we got a 2.5% response.

13. Herschend Family Entertainment E-Survey Statistical History
No of Projects 58
GROSS s Distributed
341,543
100.0%
LESS: Undeliverables
(37,911)
11.1%
LESS: Suppressions
(3,756)
1.1%
NET s Delivered
299,876
87.8%
Average Response Rate
39,277
11.5%
Target Sample Size
400
Est. Blast Required
3,335

14. Examples Springfield Visitor Profile Springfield Conversion Study
Research Templates
Silver Dollar City Non-Visitor
Silver Dollar City Brand Assessment (incl. Consumer Mapping)
Celebration City Concept Study

15. Springfield Visitor Profile
The Springfield CVB began conducting guest profile studies via in Intercept or phone surveys were cost prohibitive at the time. Given that well over two-thirds of all travelers (and closer to 80% non-VFR travelers) have internet access, the methodology seemed appropriate even in 2001.
Visitor addresses are collected by area partners, hotels, the visitor center and the airport. E-survey links are distributed each month. Over the years annual sample size has ranged from 700 to 1,200.
Traveler data is downloaded and processed into tables on demand. Year over year trends appear normal in every data category.

16. Springfield Visitor Profile
This information has helped define who visits Springfield, what they do, when they plan their visit, where they’re from, why they visit, and how they spend in the area—among many other things.

17. Party Composition
Springfield Visitor Profile Example

18. Age Breakdown
Springfield Visitor Profile Example

19. Last Visit to Springfield
Springfield Visitor Profile Example
ETY/LY = Earlier this year or last year

20. Distance Traveled
Springfield Visitor Profile Example

21. % Spending the Night in Springfield by Visitor Segment
Springfield Visitor Profile Example

22. Average Length of Stay by Visitor Segment
Springfield Visitor Profile Example

23. Spending Per Party Per Trip by Visitor Segment
Springfield Visitor Profile Example

24. Springfield Conversion Study
E-surveys can also help one understand the impact of the advertising materials sent out, how prospects made their decision to visit one destination over another, what converted visitors did while in the area, etc.
BUT, conversion studies conducted using ONLY have additional limitations. surveys are great for finding out more about a destination’s visitors, brand or past visitors. But a conversion study must inherently attract an objective ratio of the number of inquirers who visited. Hence, you must also have a representative group of non-visitors as well --and that is difficult to accomplish with an e-survey.
For that reason, I recommend conducting an additional short phone survey that asks… 1) Did you visit? and 2) How much did you spend?—by medium.

25. Conversion Rate Comparison 1998-2003
Springfield Conversion Study Example
*Included Reader Service

26. 2000-2003 Conversion Rates by Advertising Campaign
Springfield Conversion Study Example

27. Revenue Per Visitor Party by Advertising Campaign
Springfield Conversion Study Example
Overall Revenue Per Visitor Party = $ 649

28. Total Revenue Generated by Advertising Campaign
Springfield Conversion Study Example
Total Revenue Generated = $21,998,462

29. Return on Gross Investment by Advertising Campaign
Springfield Conversion Study Example
Overall Revenue Generated for Every Ad Dollar = $213.23

30. Research Templates a.k.a. Research-in-a-Box
Some destination marketing organizations (DMOs) take responsibility for helping smaller destinations, attractions or festivals help themselves.
They are starting to create “research templates” that smaller entities can use to collect data for themselves. This is essentially a research study in-a-box. Each template includes a standard questionnaire, input file, legend, data summaries and applicable charts.
The survey can be launched, have the data collected and input by virtually anyone with a computer. Once the data is input, the template processes the data automatically and creates both a set of data tables and relevant charts.

31. Silver Dollar City Non-Visitor Study
E-surveys work great for a wide variety of types of surveys conducted among visitors. But, at Silver Dollar City we have found that even our past customers have a passion for helping us improve our products and services. Response rates among old visitors is nearly as good as it is among active customers.
Silver Dollar City has used these kinds of non-visitor assessments to determine why some people just don’t come back. These kinds of surveys work wonderful for open-ended responses giving respondents an opportunity to write exactly what’s on their minds.
Over the past couple of years we learned that our park had begun to experience, “brand drift.” We are now taking action to correct some of the issues we identified.

32. Reasons for Not Visiting Sampling of Actual Customer Responses
SDC Non-Returning Visitor Study Example
It has become too amusement park oriented. It used to be that the park was full of crafters, but that seems to have given way to amusement rides. We went every year for about 15 years to the Fall National Crafts Fair, but within the last 8 years or so, that has become a joke. There used to be crafters and artists lined up and down the sidewalks of the park, with the count at least at Now the National Crafts Fair has pretty much fallen the same way 76 Boulevard has - very few crafts and crafters, and more commercial shops, restaurants, and hotels.
It is boring and always offers the same stuff for an elevated cost
It seems that it has been the same for some time. My children wanted something new for a change.
It's changed---not for the better
It's gotten "old". Nothing new, and we have done it so many years in a row.
Less music. The combining of weeks such as music with crafts. Seems that creativity and variety have been sacrificed for moneys sake.
No new roller coasters.
We chose to spend our money on one long vacation instead of several quick trips to Branson

33. Rate Reasons for Not Returning to SDC Inactive Visitor Responses
SDC Non-Returning Visitor Study Example

34. Silver Dollar City Brand Assessment
E-surveys also work very well at helping decision makers assess the value of their brands and measure how satisfied their visitors are with those aspects of the visit that are most important to them, called consumer mapping.

35. Describe Silver Dollar City
SDC Brand Assessment Example
A great place for clean family fun. The only place I know that still has christian values. We LOVE that!!!!
"A wholesome fun experience for your entire family!"
1800 Theme Park with some rides and musical shows. Craft work for sale
A "SAFE" PLACE FOR THE ENTIRE FAMILY!!!!
A christian, family oriented place that I can take anyone and have a good time. I like the fact that there are rides that aren't too wild that I (as an adult) can ride and have fun along with my children (who like the wilder rides)
A family oriented park where one can feel safe. The park employees for the most part are very courteous. The food is tasty.
A fun place to visit
A great place for couples and families

36. “Silver Dollar City's craftsmen and entertainers seem to be more friendly today than they were a few years back”
SDC Brand Assessment Example
B R A N D Q U E S T I O N

37. “I/we are more likely to visit Silver Dollar City today than we were a few years ago”
SDC Brand Assessment Example
B R A N D Q U E S T I O N

38. “As SDC's prices escalate I find myself choosing different entertainment options for my family”
SDC Brand Assessment Example
B R A N D Q U E S T I O N

39. “Silver Dollar City is more unique and attractive to my family today than it was a few years back”
SDC Brand Assessment Example
B R A N D Q U E S T I O N

40. “Knowing the storylines behind SDC's rides and attractions make them more enjoyable for my family”
SDC Brand Assessment Example
B R A N D Q U E S T I O N

41. Consumer Mapping
Consumer Mapping entails combining attribute importance and performance to define the target issues and strengths of the bank.
It provides information about the relative strengths and weaknesses among attributes of the attraction or destination only, rather than a specific destination relative to the competition.
Those attributes that most impact loyalty and whose performance is better than average are called Strengths. Those issues that are high impact where performance is lower are designated Target Issues.
Secondary Opportunities are those where the attraction or destination’s performance is lower than average but the attributes have lower impact on loyalty.
Similarly, Low Priority Issues have low impact on loyalty and are better in performance for the destination.

42. Secondary Opportunities
Issue Targeting
Secondary Opportunities
Strengths
More
Satisfied
These attributes are not crucial. Immediate focus should be on target issues.
These are the "primary strengths" of the brand.
Satisfaction
Customers’ needs are being met, though these attributes are not important. Potential for resource misallocation.
These are "target issues" to improve customer loyalty. The brand is performing below average and these attributes are important.
Less
Satisfied
Low Priority
Target Issues
Less Important
Importance
More Important

43. Consumer Mapping -EXAMPLE-
Better
Secondary
Opportunities
Strengths
Friendliness
Safety/ Security
Variety
Number of Restaurants
Performance
Ease of Getting There
Value for the Dollar
Scenic Beauty
Low Priority
Target Issues
Worse
Less Important
Importance
More Important

44. SDC Brand Assessment Example

45. Celebration City Concept Study
E-surveys are ideal for testing new ideas, e.g. advertising positioning, headlines, or new concepts. Perhaps the most important types of research HFE conducts by e-survey is our concept testing program. Before we add a new festival or build a new ride, we ask our customers to tell us what they think about the options we are considering.
You cannot blindly ask people what they would like to see us add because they typically don’t know or cannot verbalize it. BUT, they can review several different options and tell you which ones they like, which one’s they don’t, and which one’s would be most likely to cause them to visit.
At HFE, we’ve conducted 21 such studies and tested nearly 60 different concept ideas over the past four years.

46. Concepts’ Overall Appeal Families with Children
Celebration City Concept Evaluation Example
10-point scale

47. INTENT-TO-VISIT These Concepts Families with Children
Celebration City Concept Evaluation Example
10-point scale

48. % Concepts Perceived as Being MOTIVATIONAL HOOKS Families with Children
Celebration City Concept Evaluation Example
Top-Box Ratios

49. Summary of Appeal and Likelihood of Visiting Concept Ratings
Celebration City Concept Evaluation Example
APPEAL
LIKELIHOOD OF VISITING
Concept
Families
Overall
MGM
6.8
6.9
Hallmark
7.0
6.7
Nick-at-Nite
7.1
7.2 ET
5.4
5.1
5.9
5.6
No Limits
Pop Nights
6.6
6.3

50. Favorite Concept of All Families with Children
Celebration City Concept Evaluation Example

51. NET: FAVORITE Less LEAST FAVORITE Families with Children
Considering the net results of “favorite” minus “least favorite” concept, this chart shows that Nick-at-Nite generated the largest margin of favorite “votes”compared to least favorite “votes.”
*Ratio of Favorite: Least Favorite

52. How Can You Get Started?
Call Your IT People. I started with the idea and didn’t know anything about programming, web design, etc.
Order WebSurveyor.com or SurveyMonkey.com. It’s pretty easy to learn and they do the tough part.
Pay a Consultant. For less than a few hundred dollars you can have your survey blast to your customer list, posted on the web, and the results downloaded into an input file. For less than several thousand you can have the whole thing done for youturnkey.
Hire a Research Company. This will likely be quite a bit more expensive. For whatever reason, research companies are typically charging nearly as much for online surveys as they do for phone surveys.

53. Summary
E-Surveys are typically faster, less expensive, and not as intrusive as traditional phone surveys. While not everyone has internet access, travelers are far more likely to have access than the average U.S. citizen. Hence, they provide a very attractive alternative for most destination marketing organizations.
Response rates today rival phone surveys and because people can complete such surveys on their own time, responses tend to be more thorough.
Bottom line, e-surveys are effective and affordable. They offer DMO’s the unique opportunity to gain a better understanding of their customers without breaking the budget.
For many it is the difference between being able to conduct customer research and continuing to operate with one’s best guesses.